Now that publishers are putting in place first-party IDs to replace third-party cookies , Adform has launched the FIRST-PARTY NOW program to help advertisers become less reliant on cookies. In several markets, such as the UK, Germany, Norway, and Denmark , advertisers have not only gained significant insight into the use of first-party IDs , but have seen their results improve in cookie-free environments, such as Safari.

Advertisers and Publishers Continue to Work

For a cookie-free future in the industry, despite Google Chrome’s decision to delay the removal of third-party cookies . This is indicated by recent figures from Adform, the only independent global advertising management platform for the buy singapore phone number entire life cycle of digital campaigns. In Denmark, a test market for many advertisers and agencies around the world. A major milestone was reached in June and July this year when, for the first time, digital media spend with impressions based on first-party IDs exceeded impressions based on third-party cookies.

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Participants in the program include Vodafone UK , Vodafone Germany , American Express Nordics , Coop , Telenor Nordics and Mercedes Norway. These tests are helping CMOs under increasing pressure to prepare their teams and future-proof the value of the digital ecosystem.

One of The Main Promoters of The Program

Is the co-founder of Adform, Jakob Bak who explains. “The truth is that many global brands are not doing enough to prepare for life without third-party cookies. Publishers have shown they are ready, now we have to get brands to “jump on the bandwagon” as well. This is why it is so important to launch these pioneering tests.

Recent data from Adform shows that the adoption of first-party IDs is growing in major European markets. With most publishers already sharing IDs in the midstream. In Spain, the quota already reaches 90%. With cookie-free campaigns already running on FIRST-PARTY NOW, Adform has shown that a future without third-party cookies is possible and continues to encourage the buy-side to drive adoption of first-party IDs. In many markets, cookieless browsers already account for nearly 50% of traffic. So it’s clear that the change will have a significant impact on publisher revenue and campaign performance.

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